ABD launches premium whisky 'The Indian Edit' built on Indian identity

Allied Blenders and Distillers Limited (ABD), one of the country's major spirits companies, has announced the launch of its new premium whisky, "The Indian Edit". At the launch event in Nagpur, the company said the brand is built on the idea that today's Indian success is defined by the ability and confidence to shape one's traditions and evolving culture into a distinct personal statement. The company said the product has been positioned specifically for today's contemporary and global Indian consumer.

The Indian Edit is made by blending Indian malt and grain spirits with fine Scotch malts. It has notes of vanilla, caramel and light oak from the malts, giving it warmth, richness and a long finish. The packaging draws on everyday Indian motifs. Several regional languages are embossed on the bottle, an idea taken from Indian currency notes. The label is simple and carries a vintage motif reminiscent of old Indian travelling circuses. The bottle cap is designed to resemble a maharaja's crown. The company said these details together reinforce the brand's Indian identity.

At the launch, ABD Managing Director Amar Sinha said, "India's spirits industry is at a turning point, and premium whisky is right at its centre. Today, consumers are moving beyond scale and price to seek quality, distinct identity and a more evolved drinking experience, and this shift is accelerating. The Indian Edit strongly reflects this direction and shows that ABD wants to lead India's premiumisation journey, not merely participate in it. We look forward to being part of this next phase of growth."

ABD Group Chief Marketing and Innovation Officer Bikram Basu said, "The Indian Edit premium whisky captures the beauty of today's India. It is more modern in outlook, globally competitive, and at the same time rooted in the traditions and values that matter to our civilisation. It celebrates someone who is connected to their roots as 'The Indian' while carrying the confidence to embrace a contemporary global outlook. This category today occupies the most important place in the spirits business in terms of both value and volume, and we are confident we will make this a big success."

The launch comes at a time when India's premium whisky segment has been seeing sustained growth, with consumers looking for brands that combine quality, distinct identity and a better drinking experience. The Indian Edit will be available in 750 ml, 500 ml and 180 ml formats in major markets including Maharashtra, Delhi, Haryana, Uttar Pradesh, Punjab, Chandigarh, Rajasthan, Goa, Daman, Telangana and West Bengal, with plans to expand to other markets soon. In Maharashtra, the 750 ml pack will be priced at Rs 1,550. Prices in other states may vary depending on excise rules and taxes.